T-Mobile and Warner Brothers are the first US brands to to make use of Instagram's longer 60-second format, which has launched just in time for the Super Bowl.
The former dropped its pastiche of Drake's viral 'Hotline Bling' video on the platform last night (3 February), with the 30-second version scheduled to be shown during the Big Game.
Warner Brothers has also released a minute-long clip on the site promoting its new movie How to Be Single starring Dakota Johnson and Rebel Wilson.
Instagram clips were previously limited to 15 and 30-second videos. The Facebook-owned social network opened doors to "all advertisers" back in September in a bid to get brands to invest in it more readily alongside Facebook.
The latest update follows the introduction of new ad formats including tailored marquee ads. With over 400 million montly active users, the platform's longer spots are certain to appeal to advertisers looking to shift ad spend from TV to social.
Guinness was the first brand in the UK and Ireland to make use of the extended clips, launching the latest iteration of its 'Made of More' campaign yesterday.